Presi, C, Saridakis, C and Hartmans, S (2014) User-generated content behaviour of the dissatisfied service customer. European Journal of Marketing, 48 (9/10). pp. 1600-1625. ISSN 0309-0566
Abstract
Purpose: This study aims to focus on the motivation of service customers to create user-generated content (UGC) after a negative service experience. In examining this relationship, the moderating role of “extraversion” personality trait is also taken into consideration. Furthermore, the paper examines how differently motivated service customers react to a firm’s service recovery strategies, whilst insights into the relationship between UGC creation and specific online platform usage are also provided. Design/methodology/approach: Structural Equation Modeling is used to test the conceptual model, based on an empirical dataset collected from an online survey research of 239 service customers. The dataset pertains to international travellers and their UGC behaviour after a negative travel experience. Findings: Altruistic, vengeance and economic motivations are strong drivers for UGC creation after a negative service experience. Motivations also correlate to participation in specific online platforms. Furthermore, it is shown that highly extraverted customers create more UGC after a negative service experience when motivated by vengeance. Finally, higher levels of altruistic and self-enhancement motivations correlate with a positive attitude towards a firm’s response, whereas customers who are motivated by vengeance have a negative attitude towards a firm’s response. Practical implications: Customers who share their negative service experience by creating UGC in social media can be segmented according to their motivation. Service providers should inspect the UGC of their customers to understand the motivation behind it. The motivation to create UGC varies across platforms, and hence, customized service recovery strategies are required. Originality/value: This paper examines UGC creation in relation to motivation, extraversion, and attitude towards a firm’s response. This is the first reported application which collectively examines important issues like these in a unified theoretical framework.
Metadata
Item Type: | Article |
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Authors/Creators: |
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Copyright, Publisher and Additional Information: | © 2014, Emerald Group Publishing Limited. This is an author produced version of a paper published in European Journal of Marketing. Uploaded in accordance with the publisher's self-archiving policy. |
Keywords: | Social media; Motivation; Service recovery; Word-of-mouth; User-generated content; Extraversion |
Dates: |
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Institution: | The University of Leeds |
Academic Units: | The University of Leeds > Faculty of Business (Leeds) > Marketing Division (LUBS) |
Depositing User: | Symplectic Publications |
Date Deposited: | 12 May 2016 10:35 |
Last Modified: | 17 Jan 2018 15:33 |
Published Version: | http://dx.doi.org/10.1108/EJM-07-2012-0400 |
Status: | Published |
Publisher: | Emerald Group Publishing Limited |
Identification Number: | 10.1108/EJM-07-2012-0400 |
Related URLs: | |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:91086 |